unit 3 advertising. in this unit, you will first listen, and then talk about the advantages and...

Unit 3Unit 3

　　　　 AdvertisingAdvertising

UnitUnit 33 　　　　 AdvertisingAdvertising

In this unit, you willIn this unit, you will first listen, and then talk about the advantages and

disadvantages of advertising ; read about the influence of advertising on people and the

role of the Ad Council in the U. S ; learn new words and expressions learn about conjunctions and connective words; write a personal advertisement ; visit Culture Salon for the advertising photography

ListeListenn

UnitUnit 33 　　　　

AdvertisingAdvertising

TalkTalkandand

Part IPart I

UnitUnit 33 　　　　 AdvertisingAdvertising

Directions: Listen to the following passage and try to fill the missing words. Click here to listen. Many products for sale seem to scream at us, “Buy me! Buy me!” Advertising is a big business in our world with many products 1. _______ for our attention. Think of the last time you bought clothes. You probably noticed the 2. _______ of colors, patterns, fabric and brands you could 3. _________ from. Which kind of soft 4. _______ would you like to have today or what kind of computer do you want? Advertisers are skilled in the art of making their products look the best to appeal to our senses. But products aren’t always what they seem. Sometimes advertising is deceptive and as 5. _______, we must be careful about what we choose to buy. It is important to learn to 6. _______ products and identify our purpose in purchasing the things we need. Coupons are also a form of advertising. Sometimes fast food is tempting because a coupon is offered, even though there are more healthy choices for eating. The good thing about advertising is that it helps people to 7. _______ and refine their choices. In the United States, the Ad Council creates timely public service messages to the nation. Their purpose is to raise awareness of public problems that citizens can 8. _______ to. Inspiring ads cause individuals to take action and even save lives. 9. _______ in America, for example has been reduced over the years because of the creative Public Service advertisements that the council 10. _______. “Please, please don’t be a litter bug, ‘cause every ‘litter bit’ hurts.” Many families have taught their children to place litter in the trash can in response to this catchy phrase, which has affected generations as each succeeding generation has taught their children not to litter.

UnitUnit 33 　　　　


Unit Unit 33 　　　　


The photos are all related to AdvertisingAdvertising. Describe them to your classmates with the help of the following question.

1. What are the pros and cons of advertising?

2. How does advertising influence you in your purchase decisions?

3. What is your opinion about the functions of public service advertisements?

The VictimThe Victim

Passage APassage A

Experiencing English 2, Unit 3 Advertising

Contents

Related Information

Notes to the Text

Summary of the Text

Words and Expressions

Understanding the Text


Lead-in PicturesLead-in Pictures

Before reading Passage A, describe the following pictures .

Ad for Coca Cola


Reference Dialogue for Task 1-Talking about a public service advertisement about waste disposal

Brian:I received an advertisement in the mail today about sorting waste products to help protect the environment.Xiaohong:I received it too. It sure sounds like a good idea - sorting out items that can be recycled, like paper, aluminum cans and plastic bottles.Brian:I've already seen the three slots that the advertisement said we should use: a blue slot for paper, yellow for aluminum cans, and brown for plastic bottles. Xiaohong:Do you think we're supposed to rinse out the cans and bottles before we put them in the slots?Brian:The ad didn't say, but I think it's a good idea since the items are going to be recycled. Well, at least that's what I plan to do.Xiaohong:Me too. Do you think other citizens will bother with this program?Brian:I certainly hope so. Everyone should be able to recognize the importance of protecting the environment. Xiaohong:You're right. Recycling these kinds of items should drastically reduce the amount of land used for waste disposal.Brian:Let's hope everyone else sees this advertisement and starts recycling today!


Reference Dialogue for Task 2- Talking about being cheated by a sales advertisement Victor:I'm never going to shop at XYZ Fashion Shop again!Lili:It's not one of my favorite stores either. What happened to you there?Victor:They were advertising a "Clearance Sale" in front of the shop and I bought two T-shirts for 30 yuan. The problem is, the shirts shrank to children's size after being washed only once!Lili:Did the shirts have laundry instructions on them?Victor:Yes, and I followed them exactly. Talk about cheap merchandise!Lili:Did you try and get your money back from the store?Victor:Yes, but they said they don't guarantee their products. I'm never shopping there again!Lili:That's why XYZ Fashion Shop is not a store I will shop at either. There are other, better quality stores that will refund your money if there is a problem with one of their products. It's just not worth taking a chance when stores use so-called "price cutting" techniques to mislead shoppers into buying poor quality products. Victor:Yeah, misleading with their beautiful advertising lies!Lili:If enough people become aware of their poor quality, and their lies in advertising, the store will not be able to stay in business because no one will shop there.Victor:I hope you're right. Stores like that should not be in business!


Related Information

Abercrombie Guess J Crew Ralph Lauren


AbercrombieAbercrombie

Abercrombie is a name brand of Abercrombie is a name brand of Abercrombie & Fitch,which began In 1892 Abercrombie & Fitch,which began In 1892 under the name David T. Abercrombie Co., under the name David T. Abercrombie Co., a small waterfront shop and factory in a small waterfront shop and factory in downtown New York City owned by David downtown New York City owned by David Abercrombie dedicated to selling only the Abercrombie dedicated to selling only the highest-quality camping, fishing and highest-quality camping, fishing and hunting gear. hunting gear.


Nowadays the Company's principal Nowadays the Company's principal activities are to operate retail stores activities are to operate retail stores that sells casual apparel, personal care that sells casual apparel, personal care and other accessories for men, women and other accessories for men, women and kids. It thrives as a publicly held and kids. It thrives as a publicly held company. A powerful lifestyle brand, company. A powerful lifestyle brand, business is thriving at Abercrombie & business is thriving at Abercrombie & Fitch with hundreds of stores. Fitch with hundreds of stores.

ombieombie


GuessGuess

Guess is a Guess is a name brand of Guess, Inc., which was name brand of Guess, Inc., which was founded by The Marciano brothers who were raised in founded by The Marciano brothers who were raised in the south of France, a region that cultivated a the south of France, a region that cultivated a passionate understanding of French design and the passionate understanding of French design and the essence of style. They combining a love of the essence of style. They combining a love of the American West with a European sensibility. American West with a European sensibility.


Today, Guess is one of the most widely Today, Guess is one of the most widely recognized brands in the world. Known for recognized brands in the world. Known for quality, trend-setting style, and marketing quality, trend-setting style, and marketing creativity, the company designs and markets creativity, the company designs and markets a leading lifestyle collection of casual a leading lifestyle collection of casual apparel and accessories for women, men, apparel and accessories for women, men, children, and babies. children, and babies.


J CrewJ Crew

J Crew is a name brand of J. Crew Group. It sells classic-styled jeans, J Crew is a name brand of J. Crew Group. It sells classic-styled jeans, khakis, and other basic (but pricey) items to young professionals through khakis, and other basic (but pricey) items to young professionals through its catalogs, Web site, and in about 175 retail and factory outlets in the its catalogs, Web site, and in about 175 retail and factory outlets in the US. It also has about 60 outlets in Japan through a joint venture with US. It also has about 60 outlets in Japan through a joint venture with Itochu. Women's apparel represents 75% of sales. The company has sold Itochu. Women's apparel represents 75% of sales. The company has sold off its two non-J.Crew catalogs and now its sales come entirely from J. off its two non-J.Crew catalogs and now its sales come entirely from J. Crew-brand items. Crew-brand items.


Ralph LaurenRalph Lauren

Polo Ralph Lauren is one of the world's best-known brands. Polo Ralph Lauren is one of the world's best-known brands. Boasting names such as Polo, Lauren, Chaps, and Club Monaco, Boasting names such as Polo, Lauren, Chaps, and Club Monaco, the company designs and markets apparel, accessories, the company designs and markets apparel, accessories, fragrances, and home furnishings. Polo doesn't actually make fragrances, and home furnishings. Polo doesn't actually make any products itself; instead, it oversees the work of many any products itself; instead, it oversees the work of many licensees as well as more than 300 contract manufacturers in licensees as well as more than 300 contract manufacturers in Asia and the US. Its largest licensing partners include Jones Asia and the US. Its largest licensing partners include Jones Apparel Group (sportswear), Seibu Department Stores Apparel Group (sportswear), Seibu Department Stores (Japanese distribution), and WestPoint Stevens (bedding). The (Japanese distribution), and WestPoint Stevens (bedding). The firm operates about 170 Polo stores and outlets in the US and firm operates about 170 Polo stores and outlets in the US and licenses more than 100 others worldwide. licenses more than 100 others worldwide.


Lead-in Questions

1. What are the pros and cons of advertising?

2. How does advertising influence you in your purchase decisions? 3. What is your opinion about the functions of public service advertisements?

(Click the button below to go to each part.)



1. Why do the author's friends call her a shop-a-holic?

They do so because she likes shopping and keeps a lot of name-brand items in her room.



2. When does the author realize that she

is a victim of advertising?

She realizes that she is a victim of advertising when she learns more about marketing.



3. Why is clothing very important to high school girls and not that important to college students?

Because high school girls are defined and identified by their clothing, but college students are defined by their personality rather than by their clothing.



4. Advertisers portray beautiful models

in advertising. Why do they do that?

They use those beautiful models to pass this message to us: if we want to be popular, loved, and attractive, we should follow these models.



5. Do you think there is a way for us to

avoid being the target of advertising?

Open.


New wordsText


The VictimThe Victim • Para1 *You could call me a shop-a-holic, as most of my f

riends do, but I call myself a lover of fashion. Sitting in my room, I look in my closet at all my belongings and wonder what else I want to buy. Abercrombie, Guess, J Crew and Ralph Lauren are just a few of the name-brand items that clutter my room. And I want more. I've never stopped to question whether I'm getting what I'm paying for, though I've always been a "smart" shopper, a sale shopper. But, as I learn more about my future field, marketing, I realize that I am a victim of advertising. All the things I want and buy are influenced by what magazines, television, and other advertisers tell me I need to buy.


• 2. Everyone wears clothes. They can be a statement, a style, or a definition of who you are. They can also be a simple necessity. For me, clothing has meant different things. As a child, I wore what my mother gave me or the hand-me-downs from my sister. I never questioned how I looked, but I liked to dress up.


3. In middle school, I became more concerned with my appearance, like most girls. *But as I progressed to high school, advertising became a big influence. Boys began to notice girls, and all the girls wanted to look good. *The clothing in high school became something that defined you; it identified you with a certain group. Wearing Abercrombie jeans meant you were the preppy all-American girl, a Guess shirt meant you were the snobby rich girl, and anything worse or less than that was unacceptable. 　


4. In college, advertising hit me in a different way. College is a place where typically no one knows you at first, so you can be whoever you want to be. There are so many students and such a variety of people that clothing begins to define you less and less and your personality begins to define you more and more. Everyone is growing and changing and beginning to learn who they really are. *Yet my friends and I still turn to advertising, now not only to stay in fashion but more so to find our own style. In my quest for identity, the style of clothing I choose reflects me. It shows my personality and shows what type of person I am. 　


5. Part 1. Despite my choice to have my clothing reflect an

d not define me, I remain a victim of advertising. Although I look to ads for the upcoming styles, I am still affected by the underlying images behind them. Advertising reflects society and also adds to societal definitions. *Advertisers show us people around us, yet they choose only a certain look. By showing us just these people, they are defining those few as the beautiful people. Next


5.part2 *Advertising feeds off human insecurities and makes us want to be like these beautiful people. Our insecurities with wanting to be popular and wanting to be loved are used against us. Society fosters the fascination that we should not be who we are, and advertisers use this to influence us to believe certain messages. If we do not look like the models, we are not beautiful. If we are not thin and curvy we are not attractive. Even if we have great personalities, most people will not like us if we are not physically beautiful .


6. Advertisers use our weaknesses to tell us what is new, what we should be like, what is cool, and what is hot. Because human nature makes us want to be popular and glamorous, we follow the lead ads give us. *Is it the victim's fault for believing, or the fault of society for allowing advertisers to do so? These are the questions I often ask myself as I enter the field of marketing. It is very easy to use human insecurities as a means of targeting consumption, but is it right? How will we ever know unless we step back and stop reading magazines and watching television? Until then, I will remain a victim of advertising. And so will almost everyone else.


广告的受害者广告的受害者• 你可以说我是购物狂，朋友大都这样说我，不过我自认为是个时尚爱好者。坐在房间里，看着衣橱里所有的东西，我总是在想还有什么要买的。Abercrombie, Guess, J Crew, Ralph Lauren ，还有其他名牌产品，充斥着我的房间，但我还想要更多。我从不考虑我买的东西是否物有所值，虽然我买东西一直都很“精明”，买的都是打折的商品。然而，我对将来要从事的营销领域了解越深入，就越明白自己原来是深受广告的左右。我想要的，我所买的，都受到杂志、电视或别的广告商的影响，它们在告诉我该买些什么。

BACK


• 人人都穿衣服，衣着可以展现个性，显示品味，定义性格，也可以只是为了满足基本的需求。对我而言，衣着在不同时期有不同的意义。小时候，妈妈给什么我就穿什么，要不就穿姐姐的旧衣服。我从不考虑衣着打扮，不过我喜欢穿得漂漂亮亮的。

BACK


• 初中时，像大多数女生一样，我开始在意自己的打扮。但从高中开始，广告对我产生了很大的影响。男生开始留意女生，每个女生都想打扮得漂漂亮亮。高中时衣着界定你的身份，并将你归入某一群体。穿Abercrombie 牌的牛仔裤说明你是典型的美国女生，干净利落；穿Guess 的衬衫说明你是富家千金，自命不凡，任何其他差一些的衣服都是不可接受的。

BACK


• 上大学后，广告又用另外的方式影响着我。大学里，最初通常没有人认识你，所以你想怎样穿戴都行。学生很多，而且什么人都有，以穿戴看人的情况越来越少，以个性判断人的情况越来越多。每个人都在成长、改变，开始为真正的自己定位。我和朋友们依然关注广告，不过现在不只是为了紧跟时尚，更多的是想找到自己的风格。在寻找个性的过程中，我所选择的衣服样式反映我，显示我的个性，表明我是哪种类型的人。

BACK


• 虽然我决心让衣服反映，而不是代表我本人，但广告还是在左右着我。虽然我看广告的目的是想了解最新潮流，可我还是会受到广告的潜在信息的影响。广告反映社会，也丰富了社会的含义。广告给我们看到的是我们身边的人，但他们只选择特定的类型。通过展现这一类人，广告将这极少数人定义为俊男美女。广告利用人们不甘人后的心理，怂恿我们去学这些俊男美女。我们想受人欢迎、想得到拥戴，这些心理正好被用来对付我们自己。人们向往变成别的模样，社会又推波助澜，广告就利用这些来影响我们去相信某些信息：要是穿戴与模特有差距，就不能算漂亮；要是不苗条，曲线不美，就没有吸引力；要是其貌不扬，就算性格再好，大多数人还是不会喜欢我们。

BACK


• 广告利用我们的弱点告诉我们什么最新潮，我们应该是什么样子，什么最酷，什么最热门。我们都想受人欢迎，魅力四射，这是人性使然，所以我们会对广告言听计从。这应该怪人们相信广告吗？还是该怪社会纵容广告误导人？我进入营销业之后，经常考虑的就是这些问题。利用人的不甘人后的心理来促进消费固然是件轻而易举的事，但这样做对吗？要想找出答案，我们就得退一步，不再读杂志，不再看电视。不然的话，我还是摆脱不了广告的左右。别的人也是如此。

BACK



1. fashion: the way of dressing or behaving that is considered the best at a certain time

Examples:

• Fashions have changed since I was a girl.

• Fashions for men's clothes change less frequently than fashions for women's clothes. BACK


Words and ExpressionsWords and Expressions

2. brand: a class of goods which is the product of a particular firm of

producer

Examples:

• What is your favorite brand of soap?

• There are two brands of the article on the market.

BACK


Words and ExpressionsWords and Expressions3. victim: person, animal, etc. suffering injury,

pain, loss, etc. as result of other people's actions, or of illness, bad luck,

etc.Examples:

• He was the victim of ill-treatment as a child.• Many thousands of animals have been victims of this strange new disease.

BACK


• necessity: something that is necessary　 Examples: 　　 Food and clothing are necessities of life.　　 We'll take only the necessities for the camping trip.

BACK



4. dress up: make (something, or oneself) more attractive, esp. with clothing

Examples:

• They dressed up for the occasion.• Are you going to dress up for the party, or

is it informal?

BACK



5. identify with: cause or consider (someone to be connected with

something)Examples:

• Wealth cannot be identified with happiness.

• The world identifies Mrs. Pankhurst with female emancipation.

BACK


• turn to: go to ...for help, advice, sympathy, comfort, etc.　 Examples: 　　 The child felt there was no one he could turn to with his problems.　　 I had to turn to the dictionary for help.

• . BACK



6. quest: search, attempt to find

Examples:

• The quest for gold was long and difficult.

• He went to the library in quest of

something to read.BACK


look to: depend on to provide help, advice, etc. 　

Examples: 　 We look to you for help / to help us.

An able young man is ashamed to look to others for assistance

BACK



7. affect: influence

Examples:

• The amount of rain affects the growth of

crops.• The economic crisis has seriously affected

West German exports.BACK



8. add to: put together with something else so as to increase the number, size,

importanceExamples:

• He added some wood to the fire.

• The music added to our enjoyment.

BACK


Words and ExpressionsWords and Expressions

9. be one's fault: be something for which one can rightly be blamed

Examples:

• It is your own fault for not learning.

• Whose fault is it (that) we are late? It is not our fault.

BACK



10. consumption: the act of consuming

Examples:

• There is too great a consumption of alcohol in Britain.

• That price rise did not reduce consumption.

BACK


step back: think about as if not involved 　

Example: 　　 From time to time, the teachers should step back and let their students run things their way.　　 It is the time for parents to step back so that their children can handle the thing their own way when they grow up.

BACK


Notes to the Text

1.You could call me a shop-a-holic, as most of my friends do, but I call myself a lover of fashion. (para. 1)

You could call me a shopping addict, as most of my friends do, but I'd rather say I love to buy things in fashion..

你可以说我是购物狂，朋友大都这样说我，不过我自认为是个时尚爱好者。

BACK


Notes to the Text

2.But as I progressed to high school, advertising became a big influence. (para. 3)

But as I moved ahead to high school, I paid more attention to advertising.

但从高中开始，广告产生了很大的影响。

BACK


Notes to the Text

3.The clothing in high school became something that defined you:

High school students seem to adopt a notion that by wearing expensive clothes they are wealthy, smart, or superior in some way.

高中时衣着界定你的身份 .

BACK


Notes to the Text

4.Yet my friends and I still turn to advertising, now not only to stay in fashion but more so to find our own style. (para. 4)

Yet my friends and I still pay attention to advertising, not only to follow the fashions, but more to find our own personal style..

我和朋友们依然关注广告，不过现在不只是为了紧跟时尚，更想找到自己的风格。

BACK


Notes to the Text

5.Advertising feeds off human insecurities and make us want to be like these beautiful people.(Para5)

Advertising makes people insecure about who they are and need expensive clothes to make them look good.

广告利用人类的不甘人后的心理，怂恿我们去学这些俊男美女。

BACK


Notes to the Text

6.Advertisers show us people around us, yet they choose only a certain look.(para. 5)

Advertising makes people insecure about who they are and need expensive clothes to make them look good.

广告给我们看到的是我们身边的人，但他们只选择特定的类型。

BACK


Notes to the Text

7. Is it the victim's fault for believing, or the fault of society for allowing advertisers to do so? (para. 6)

Is it the buyer's fault for believing the advertising, or society's fault for allowing ads to make us buy things we don't need?

怪人们相信广告吗？还是该怪社会纵容广告误导人？

BACK


Summary of the Text

The author once was a compulsive shopper, and might even be addicted to shopping. She tended to buy more clothes than she needed, and often looked for famous brands, and even discounts. Later in her life, when she became a marketing student, this helped her understand how much her shopping was influenced by advertising. This influence began to be felt in middle school when she became concerned about her appearance. As an adult she was more aware of her motives


Summary of the Text

while shopping, but was still influenced by advertising, consciously or subconsciously. The conclusion drawn by the author is: nobody can escape the influence of advertising. Advertising uses our weaknesses and insecurities against us, and makes us want to be more attractive, popular, or loveable. It makes us uncomfortable with who we are, and makes us want to be like the models in the ads. Thus we may buy things that we think are "new, cool, or hot."


Exercises


4. 1. Company loyalty made him turn down many __job offers.

2. Miller's ___with medieval art dates from her childhood. 3. His __that he had nothing to do with the affair was greeted with some suspicion. 4. There are good novelists, __the terrible flood of bad novels and poor work. 5. The shops are well stocked with food, clothing and other consumer __.

Anwser:1. attractive 2. fascination 3. statement 4. despite 5. items


6. Something is worrying me, but I can't __exactly what it is. 7. She had a clear ___of how she would look in twenty years' time. 8. The agency is more__ with making arty ads than understanding its clients （客户） . 9. The dead soldier was identified only by his uniform and personal___ . 10. Food and clothing are the bare ___of life.

6. define 7. image 8. concerned 9. belongings 10. necessities


5. 1. This meeting gives us a chance to __and have a good look at

our problem.2. By reading this book, we can ___the main character's personality.3. I just love the fun of ___in different clothes for different occasions. 4. For advice, they ___one of the school's most experienced teachers. 5. The central services of the BBC___ the local stations to some extent.

1. step back 2. identify with 3. dressing up 4. turned to/looked to 5. feed off


7. 1. 我们需要通过减少道路上的车辆以降低燃料消耗。 We need to cut down on our fuel consumption by

having fewer cars on the road.

2. 电费上涨增加了我们的负担。 (add to) The rise in power costs has added to our burden.

3. 你应该自己判断行事别总是跟在你哥哥的后面。 Answer:You should judge by yourself, and not alw

ays follow your brother’s lead.


6. 1. You will spend lots on clothes if you always follow the__ . (the

way of dressing that is popular at a certain time: Para. 1)2.We were very sympathetic with the sufferings of the flood__ . (people or animals that are injured, killed or hurt by somebody or something: Para. 1)3.They are going to make an important decision that will ___the company’s future. (influence: Para. 5)4.The essential ___of transport for the islanders remained the rowboat. (a method or way of doing: Para. 6)5.The___ of beer did not go down when the tax on it was raised. (the act of consuming or an amount consumed: Para. 6)

1.fashion 2.victims 3.affect 4.means 5.consumption


4. 那种发型今年很流行，但是我想明年就会过时。 (in fashion)

That hairstyle is in fashion this year, but I am afraid it will be out of fashion next year.

5. 在追求真理的过程中，我们注定 (fate to) 要遭受失败的痛苦。 (in one’s quest for)

We are fated to suffer from many failures in our quest for truth.


8.

1 I’ve never stopped to question whether I’m fit to be what my parents want me to be though I’ve always been listening to my parents.

2 All the things one has done are influenced by what his habits, his personality, or his way of life tell him he needs to do so.


[email protected]

3 College is a place where you can work with professors and scholars, so you can learn to be an expert in whatever field you want to be exploring.

4 Although I look to magazines for fashion, I am still affected by the traditional dressing styles.

5 Because human nature makes us want to look nice, we follow the lead fashion models give us.


Write about it

People fall victim to advertising mainly for two reasons. First, human beings have their own weaknesses. People want to be popular, be loved and stay in fashion. Therefore, they often turn to advertising to have a sense of security. Second, advertisers take advantage of human weaknesses. Through advertisements, they tell people what is new, what they should look like, what is cool, and what is hot. They constantly stimulate people to want things and to follow fashion. Eventually, people become victims of advertising even without realizing it.

unit 3 advertising. in this unit, you will first listen, and then talk about the advantages and...

Documents

advertising slide

influence of advertising

advertising photography

advertising directions

advertising talkand

disadvantages of advertising

form of advertising

cons of advertising